Fukuda and Daimler formally signed a "joint venture joint venture contract," and a joint venture company will be established. Inadvertently, the joint venture company has gradually increased in the area of ​​commercial vehicles that have been dominated by independent brands. Since last year, Germany’s Mann has taken a stake in China National Heavy Duty Truck, Jianghuai has joined Caterpillar in the United States, and North Benz has been holding South Korea’s Hyundai.
One common feature of these commercial vehicle joint ventures is that the joint venture will produce its own branded vehicles, instead of completely introducing foreign models. This has indeed opened a new model in the history of China's automobile joint ventures. Then some people in the industry cheered, "This is a huge victory for Chinese companies." "China's commercial vehicle companies will use the power of foreign forces to quickly expand and expand the global market."
This is not satisfactory. In the recent exchanges with a number of joint ventures, the author found that commercial vehicle joint ventures to produce their own brand models are actually both Chinese and foreign parties taking the necessary actions. Foreign commercial vehicle companies have been entrenched in the Chinese market for a long time. The joint venture’s efforts have not been stopped for a moment. Only the strategy has been adjusted.
China's commercial vehicle market is very different from the passenger vehicle market. Commercial vehicles have long been regarded as a kind of production data and it is difficult to get rid of the image of low quality and low price. Foreign high-end commercial vehicles have been brought directly to China for production. Exorbitant prices are hardly accepted by Chinese users. This failed case has precedents in the history of China's commercial vehicle joint ventures, such as Huawo and Yaxing Mercedes.
Foreign companies "eat a meal and grow up with wisdom." Since it is not possible to directly use it, "curve to save the country". To reduce the quality standards for China's national conditions, purchase low-cost parts, and produce low-end products to compete with China's low-cost heavy trucks? A heavy truck joint venture company manager told the author, "This is not enough. How can we destroy this brand? How can it be destroyed?" SAIC Iveco Hongyan spent many years of research and development, integrating many Iveco technology to build a lion Heavy trucks still have no Iveco logo.
it is good. If you don’t want to reduce your brand and share a share in the low-cost commercial vehicle market in China, what should you do? Produce other brands? Correct. The production of China's own-brand commercial vehicles, while gaining profits in the Chinese market, has helped the rapid and high-end consumption of commercial vehicles in China. Once the Chinese commercial vehicle market generally accepts high-end products, joint ventures will inevitably bring their models and expand their brand market. The author was informed that a number of commercial vehicle joint venture companies have agreed to dual-brand operations, and the production of self-owned brand products is only a recent act.
From the perspective of Chinese companies again. China's commercial vehicle companies are looking for joint venture partners, it is helpless. China's automobile emissions, fuel consumption and other standards are getting higher and higher, and the speed of upgrading is faster than that of developed countries, and it exceeds the speed of technological upgrading of automobile enterprises. For example, on July 1, last year, the National III emission standards were fully implemented, and according to regulations, the national IV emission standards will be fully implemented on July 1 next year. To tell the truth, for a commercial vehicle, it can only rely on purchasing a large amount of multinational products. To meet the national IV, or even higher emission standards, domestic companies are a bit overwhelmed. How to do? Only "Please foreign aid."
A brief review will reveal that nearly all commercial vehicle joint venture projects involve engines. For example, through joint ventures, CNHTC has introduced Mann's Euro IV and Euro V engine technologies, and Futian has introduced the Euro V standard OM457 engine. One of the key products is also the engine and accessories. From this perspective, the current joint venture in the commercial vehicle sector has not yet shaken off the "market for technology."
View related topics: China's auto industry recommence mergers and acquisitions wave
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